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Here's My Perfect Product Launch Blueprint

Jason Wong
Jason Wong
We’re getting close to Q4 this year, hope everyone is feeling prepared for the madness that’ll come. I want to share my product launch framework that I’ve used time and time again over the past few years that I know will work for you.

The only two certainties in life are death and taxes, and the only two certainties in eCommerce is sleepless nights and product launches. Same same right?
Launches are dreadful, it’s the most stressful period amongst a mountain of other things we have to worry about, but it’s also the best opportunity to generate revenue, bring back existing clients, and get the chance to show your customers that you’re still alive.
There’s no way to launch a product really, but what if you can launch a product really well? I recently took up being a DJ, and learned all there is to build up anticipation with the beats before the big drop. I like to draw parallels, and I like to think I figured out how to really drum up a product launch before the big launch.
Product launches are different today simply because of how many new brands and products there are. People’s attentions are shorten and they’re committed to things in shorter intervals. Years ago you can tell someone that there’s something new launching in a couple of weeks and they’ll put it in their calendar and wait in line for it. Now? You’re going to need multiple versions of a reminder to make sure they tap into your site.
The Product Launch Framework In Action
As for anything you do, you’re going to want to set an objective for it. Personally, when I prepare for the launch, I have two goals: create a sizable waitlist, and generate buzz to build excitement.
I’m going to demonstrate what we do in an example scenario.
Let’s say we’re planning for a product launch on September the 21st, a Wednesday.
14 days before launch
Make a waitlist page to collect email and/or SMS number. You can do this using Builder.io on your native Shopify collections page or if you’re fancy with a little coding you can make a standalone page on a platform of your choice. I recommend the first option to keep all your traffic in one place.
This waitlist page should give visuals to people on what they’re committing their email/number to, reviews from others, product benefit call out, and most importantly, the email and SMS collections form (top of the fold)
Then, select 10 VIP customers (frequent buyers, high LTV or vocal customers) and send them the product to try. Ask them to leave a review on the product using a review link from your review app. This will get you social proof (credibility) on your product when it’s launched. In an ideal scenario, they’re posting stories about your product that you can share on your account so you can link to your waitlist page.
At the same time, I also send 50 PR boxes to a curated list of people we know would be willing to accept PR boxes from us or we’ve worked with them in the past. Slide in a little note on when you’re launching and not to post until then.
4 business days before launch (Sept 16)
Add the waitlist page to your link in bio that you use on all your social media pages
Post on your story to introduce the origin of the product idea, if there’s a story that you can tell on why you made it or who it’s for, tell it here. Talk about the product benefits and what you think this will do to people that use it. Add a link sticker to these stories.
Send an email to your master email list (the broadest audience) + the waitlist email list with the same product origin story. In this email tell them there’s going to be a launch that they should be excited about (and explain why) when and where they can find the drop, and if there’s a password, tell them to look out for it in the launch email. It’s going to increase your open rate for the next few emails.
Do the same product origin story on Tiktok and cross post it to IG Reels (with the watermark removed of course)
This is going to put your product launch on the radar, but it’s not enough to reach your goal to building a sizable email list and it won’t be enough to get someone to commit to the launch.
3 days before launch (Sept 19)
Following the same format as above
  • Instagram Story with CTA Link
  • Send another email to the list
  • Make a Tiktok video -> IG Reels
If there are any reactions to the launch, show it here to drive social proof
This time, feel free to walk people behind the scenes. Talk about any challenges you had in development and how you overcame them and show them any behind the scenes pictures to make this product. You can make variations of this for what you’re comfortable talking about or showing, but the key is to get people more invested in your product by giving them the raw of how everything came to be.
Ever been to a Din Tai Fung (popular dumpling restaurant chain)? When you can watch the people in the kitchen working the dough and making your dumplings one by one? Think about the conversations you have to people you’re eating with about what you’re seeing in the kitchen and how impressed you are to eat a product that you literally saw made. You can incite the same reactions with your customers by walking them behind the ropes.
Day of Launch
I like to give my waitlist audience 2 hours early access to the site. By launch date, if my launch is at 11am PST, I’ll open it up for my waitlist audience by 9am. I send them an email, give them a link to the collection, and the password to my locked store page. For 2 hours, only people on your waitlist gets the password to shop. It shows the waitlist audience that there is meaning to joining the waitlist, it gives them a sense of excitement from the exclusivity, and it tells everyone else that if they really want what’s behind this wall, they should join the waitlist next time. As you do this over and over, it’s going to increase your opt-in rate for the waitlist, and all your other KPIs are going to follow upwards.
To let the FOMO get deeper, on my waitlist page I tell people that for the next 2 hours only people on our waitlist got the password for a super exciting launch, but if they want to check it out, come back in at X time.
In terms of content, again, same process as before
  • Instagram Story with CTA Link (this time to the collections page)
  • Send another email to the list (everyone else but the waitlist)
  • Make a Tiktok video -> IG Reels
  • Make IG feed
  • DM influencers to post (if they have the PR box)
This time, you announce the launch, show the product, and summarize what you talked about in the past couple videos.
A few days after the launch date, you have another chance to make a video about the new product. I like to do reaction videos, reacting at people’s feedback or reacting at the sales that you didn’t expect. If you want to be a little vulnerable (which usually works on Tiktok), talk about the real side of launching as a team, like how movie stars do talk shows talking about the challenges of the movie after it launched. The raw story makes people even more invested and curious about the product. It’s a great way to bring it up again without shoving the product down people’s throat.
Hopefully this gives you a good overview of the launch plan. Of course there’s nitty gritty stuff that I didn’t get too deep into, but you get the gist. Reference this and use as much or as little as you want, as long as you understand the principles of why it works to drive curiosity and hype around your launch, you’re going to see better launch numbers than ever before.
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🎙 This Week's Building Blocks Episode
Ep. 33 Using a Little to Do A Lot: Capital Efficiency with Matt Mullenax from Huron - Ecommerce Building Blocks
🧑‍💻 Turning Cost Center to Revenue Center
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Jason Wong
Jason Wong @eggroli

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